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Still don’t have a podcast in your marketing strategy?


Still don’t have a podcast in your marketing strategy?

By now in the movie I’m more than sure you’ve heard of podcasts and know why you should include them in your marketing strategy.If you are still not sure what they are and what their advantages are, I recommend you read this article by my partner María Toledo.list_altIndex of contents
The importance of a podcast in numbers
Starting a podcast: action plan
How to increase the ROI of your podcast with Ads
In addition to being a very valuable content asset, it has something that makes it easy to consume and that is becoming more and more pervasive, not only in the marketing sector but in a wide variety of others.In this article I would like to show you some consumption data and let us see what usa mobile directory exist, what should be the steps to follow to launch your podcast and how t measure the return. Do you dare to continue reading?Do you like what you are reading? Subscribe to the blog!
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The importance of a podcast in numbers
First of all, I would like to share with you a reflection that I have read, which I have found very interesting and which I think also justifies very well not only the rise of podcasts, but also why it has been a model that has evolved in an agile way and that has needed little adaptability to the digital environment .If we understand a podcast as an audio recording transferred from the world of radio, you will see why we can speak of little digital transformation. At the end of the day, it is an audio piece, with no more changes than the broadcast of a program on the radio waves, which has been posted through a digital platform .



But the realization of the content itself maintains the same format and structure. It has been adapted to streaming and broadcast platforms but it is still an audio piece that you can listen to whenever and as often as you want, and that is a differential factor to the timing of the radio.[FREE GUIDE] How to streamline long and complex sales processes with inbound marketing
At this point, we can confirm the growth of podcasts by studying consumption data from the United States, the great content generator par excellence, in addition to doing the same with data from our country. To really see how this is affecting this, let’s review some relevant Betting Email List to data from platforms such as Apple Music, growth in the United States has left us with figures as remarkable as 700,000 active podcasts, which represents more than 29 million chapters of content in North America alone in more than 100 languages. These figures can be compared in a very graphic way in this Musicoomph infographic . In addition, the infographic reports some very remarkable data and conclusions:
The content of podcasts can be very diverse, although categories such as society and culture, business, comedy, news, politics and health stand out in particular.
32% of the entire US population say they listen to podcasts at least monthly, while 51% say they have listened to podcasts at least once in their life.
6% of the population declares themselves a fan of podcasts.
Regarding the profile of users who claim to listen to podcasts, this is very varied, but we can highlight the age group between 25 and 34 years old, with high income and higher education, gender being a very undistinguished variable.
Finally, they are usually consumed on a smartphone and about half of listeners prefer to do so in the tranquility of their home. However, the movements between places are becoming more and more relevant to be chosen as the ideal time to listen to one.
podcast infographic dataSource: part of Musicoomph infographicWith regard to Spain, the figures are still not so great, but according to this study by the statistics website Statista , 20% of consumers of digital information claim to listen to podcasts as an alternative to listening to music. With this, there is still a long way to go in Spain to reach the level of listening and engagement that the United States presents, but year after year growth is being very positive.
Starting a podcast: action plan
If after all the figures presented you are thinking of creating your own podcast, here are some recommendations to define the strategy and the steps to follow to start shaping it and get the most out of that podcasts can bring you.

Definition of the theme. What are we going to talk about? It is important, as always, to spend some time thinking about what valuable content we can bring to our audience. The generic theme will mark the podcasts that you will have to include and, ultimately, the communication strategy that you will have to follow.
Content creation. Once the theme is defined, you have to think about what content you want to contribute to each of them. To do this, it is important that you are familiar with all the formats that you can find in a podcast.
Formats that podcasts offer us . As we have mentioned, it is important to know all the formats that you can use. Here we leave you with some of them:
One-to-one interview. It is one of the most used formats, since it is only about conducting an interview with a person. To do this, a microphone is enough, having organizational skills and hitting the people invited to be interviewed.
Commentator . In this case, only you would speak on the podcast. Either commenting on information that you think is convenient or answering questions that users have been sending you. The important thing in this case is to have a good script to be able to keep track of what is being talked about.
Guest panel . This format is more complicated, since the agendas of all the guests who are going to participate in the podcast must be balanced. Each one will have to carry a microphone and it will be necessary to try to maintain order at all times so that the generated audio is understandable to the listener.
Non-fiction narrative. Talk about life experiences lived in one’s own flesh, as long as it is not fiction. This is how this format is summarized.
Fictional narrative . Users like to listen to stories, and if you choose this format, you will be licensed to make those stories contain elements of fiction.
Hybrid . None of these formats convince you? Do you like them all? Well, you can mix and make one that suits your media and the needs or demands of the listeners.
Content uploaded from non-digital formats . We could say that this type of content is reused. For example, it was first used in radio and later converted to digital format. It is a good way to reuse content.
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Scheduling of the production schedule. It is very important that you organize your tasks when preparing your podcast. You are going to have to coordinate many elements before your podcast is online, so you better prepare:
Be very clear about the content you want to generate: is it an interview? If so, prepare your questions well and get to know the interviewee to get comfortable during the interview. Is it perhaps a narrative? So it is clear that you should have it written for when you go to voice it.
Put it in order and give each task a time and a space on your calendar. It is much easier for you to organize everything if each action has its moment.
Will more people be involved? Get in touch with them and assign each of them their tasks and give them deadlines so that everything is prepared and organized for the day of the recording.
Try the recording tools and try uploading content.
Ready, set, on air! Your program is already registering, so show everything you’ve been preparing.
Spread and share. Make it reach as many listeners as possible.
Repeat. If it is going to be a recurring podcast, you should have all these tasks scheduled with a frequency that allows you to continue creating content with enough time.
What tools do we have to manage it?
After thinking about all of the above, we come to one of the key moments: how do I manage my podcast? What tools do I have at my fingertips? First of all, you have to look for a podcast hosting service. Here are some options:

Ivoox . One of the most used platforms and that, without a doubt, we recommend. It has a free version to be able to test functionalities. It works very quickly and has support in Spanish, as well as a wide variety of metrics to measure effectiveness.
Speaker . From this hosting we can highlight the support in Spanish and the possibility of uploading a live chat while a podcast is being transmitted.
Libsyn . You can start using this hosting from $ 5 per month.
Anchor . Completely free and intuitive tool, but with certain limitations. It is ideal to start.
Audioboom . This hosting is characterized by a price that is around $ 10 per month.
Backtracks . A payment tool with a higher price but with many possibilities.
Archive . This hosting is free and you can upload your podcasts in MP3 format with no storage limit. The cons: its slowness and lack of metrics.
Podomatic . Tool with free and paid version with good storage.
ivoox podcast

Once you have the podcast hosted on one of these platforms, you can now broadcast it on platforms such as iTunes Music, Spotify or Google Music, etc.

How can we measure your results?
With all these steps done, we would already have our podcast underway. Once this has become a recurring thing for us, how do we know that it is working for us? For this we can measure and track a series of variables.

Number of subscribers. We will start with the most basic. As in social networks you measure how your social mass is evolving, in the case of the podcast you have to see how the number of subscribers does the same. Do not stay only with the number, but also when there are more peaks to relate these increases to the published content and know what your target audience likes the most.
Valuations. Ratings are the most direct way to see if the published content is liked by your users or not. Pay attention to all the comments received, both positive and negative, as they will help you grow.
Exclusive content. One way to see how a podcast has performed, for example, is to give exclusive content to our listeners. This content will only be accessible through listening. The consumption and interaction data that we receive will be evident, because we will know 100% that it will come from our listeners.
Interaction in social networks. Do not stay alone analyzing the data that the platform itself gives you. We live in a world related to each other and in which social networks have a predominant role, so also analyze how your audio content works on networks. Do they share us? Do you leave us comments? Try monitoring keywords related to your podcast and tracking the URLs you share to find out what’s up with them.
Do we receive requests to participate? If you have a recognized podcast, surely you will receive requests to participate in it, requests that will come from other experts in the sector. Measure what type of requests come to you, not only the assiduity, but also the quality.
Do we get requests to advertise on the podcast? Advertising is also a way to measure return and engagement, so receiving requests to advertise on your podcast is also a measure to take into account.
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How to increase the ROI of your podcast with Ads
Surely you are thinking about how you can get even more out of this content strategy that podcasts represent, and that is why you see the investment in advertising.

If we follow market trends, according to the Bridge Ratings Podcasting Audit Study , in the United States alone, advertisers are expected to invest more than $ 500 million in podcast format ads in 2020. A figure that was unthinkable years ago and that It is undoubtedly related to the exponential growth of the format.

Why does this happen? For many reasons:

Podcasts tend to be much more engaging than other communication formats. Your audience is much more linked to the speaker, presenter, etc., and has a closer relationship of trust with the message and its credibility.
There is something much more relational in audio than in other digital formats. Surely an audio ad or a well-inserted wedge organically and credibly in the content of the podcast will accept it better as a listener and you will not pass it or click to skip it as you could on other platforms. It is something that has to do with the comfort of the format and the relationship that is established.
In addition, advertisers are looking for other ways to connect with their target audience and are always looking for new platforms or media in which to advertise. If the content of a podcast is interesting and valued, surely many advertisers will look to you to advertise.

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